By I-Hsien Sherwood

The second VR project from Absolut Labs is technologically and artistically ambitious

Absolut has teamed up with electronic music artist deadmau5 to create a virtual reality gaming app. "Absolut deadmau5," which debuts July 27, follows the eponymous musician on a journey from his studio to a nightclub gig featuring a new track, "Saved."

With "Absolut deadmau5," the vodka brand is attempting to move beyond the traditional bounds of branded content, merging technology, gaming and nightlife culture with an untested bid at monetization...

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